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They adopt host country culture
They won’t buy products from homeland
Hyper prone to purchase home country
Usually Poor people
Lack economic and educational opportunities
Affordability, Functionality and Durability
Culture don’t influence their purchase
Prefer Home country products
Stick to cultural values
Retain their identity
Sense of belonging to both home and host
More involved in local social networks
Evaluating Diaspora’s Potential
Does the brand have universal appeal??
Superior Product performance
Country of origin effects
Is the Diaspora Large enough??
Will the Diaspora’s distribution allow the brand
to expand nationally??
Will the diaspora’s socioeconomic profile help
Dabur: Global Brand
In 1980, exported products to Indian Diaspora
5 million Indians in Gulf region
Then Forays into developed markets of Uk and
Advertisements didn’t work
Surge interest in all-natural products
Country of origin Credibility and superior
Without being Global countries cannot
Developed economies UK, US, France,
Germany have made their path
Developing economies need to have smart
strategies to overcome obstacles and RISE in
the growing countries Lead.